Spotlight*KSA: Views on Brand Engagement

The Spotlight report shows that digital platforms are at the heart of consumer-brand interactions, where mobile apps and social media are at the forefront, providing effortless ways to connect. This trend is especially driven by the younger generation. With the abundance of digital touchpoints, consumers now feel more in control, with 4 in 5 convinced they can influence brands. This sense of empowerment is shifting consumer expectations, as people today demand more from brands. Over half think brands should be involved in social issues, not just business, and 7 in 10 would avoid brands that aren’t socially responsible, even if they like them. These expectations are especially strong among younger consumers, who are calling for more accountability and ethical practices.

Check out the full report.